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Simon Cowell met Stevi Ritchie for dinner at the Royal Harvester in London.

On Monday and Tuesday, national media and social coverage included mentions by the following (with audience numbers):

° We Are Free Radio (55.7k)

° Yahoo Celebrity UK (84.8k)

° Metro Entertainment (20.1k)

° Digital Spy (143k)

° Daily Star (97.1k)

° Radio Times (48.8k)

° ITV2 (575k)

° Simon Cowell (10.7m) – 1.7k retweets and 5.9k ‘favourites’

° David Walliams (1.4m)

In the following week…

After learning that Cowell and Ritchie’s Harvester visit would be broadcast on Saturday 1 November, CE formulated special social monitoring and posting strategies to deal with the inevitably busy traffic.

We also made sure that a Harvester £5-off voucher offer, already due to launch, would be available to an increased number of diners. This included the temporary relocation of the Harvester website to a cloud system, to cope with increased website traffic as people claimed their vouchers.

Saturday 1 November

Cowell and Ritchie’s Harvester visit was broadcast as part of The X Factor, as scheduled.

During broadcast, CE sent an email to Harvester email database recipients who fit The X Factor audience demographic, promoting the £5-off voucher offer. The rest of the database had received the email earlier in the day.

We rolled out our schedule of tweets and Facebook posts and responded to a large volume of comments, as well as maximising any additional opportunities which arose.

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